Facebook And The Arc Of Coolness

There’s been lots of chatter lately about the future of Facebook. Millions of teenage users apparently are no longer using the social media network. Some Princeton researchers have concluded that social networks are like communicable diseases that infect people rapidly then just was quickly burn out; they predict Facebook will lose 80 percent of its peak user base by the 2015-2017 time period.

There’s no doubt that Facebook is not as cool as it once was, but that result always was inevitable — because nothing stays ubercool for long. The equation of coolness is simple: young people add to coolness, and old people who aren’t rock stars detract from it. Once Moms and Dads and people in their 60s started to use Facebook to post boring pictures, send inspirational messages, and attempt to make “hip” comments about their kids’ drunken selfies, any self-respecting youngster would realize that the coolness luster was gone . . . and move on to the next big thing.

That doesn’t necessarily mean that Facebook is doomed. My guess is that Facebook wants to end up as a kind of utility — that is, an invention that initially is cutting-edge and used by only a few people and later becomes so broadly accepted that it is unconsciously integrated into everyone’s daily life, like the electric light or the telephone. iPads might not be as cool as they once were, but does Apple care if they are being sold by the millions to uncool people in the business community who love the idea of a lightweight device that they can customize to meet their unique business and personal requirements?

The key for Facebook, or for that matter any other form of social media, is whether it can make that transition. If Facebook sticks around and keeps that critical mass of users, will those coolness-sensitive teens return to the Facebook fold when they hit their late 20s and realize that the social media network is a really handy, one-stop place to keep in contact with high school buddies, college friends, and former co-workers, remember their birthdays, and have some sense of what they are doing with their lives?